Out of SM but Not Out of Style: Lee Soo-man's A2O Brings Back His Signature Sound

Lee Soo-man's new K-POP groups, A2O LITE and A2O SOUL, have barely debuted, but their music is already bringing back memories of an earlier era of SM Entertainment. For longtime fans, the layered harmonies, dramatic high notes and elaborate arrangements are immediately recognizable. What's interesting is that those familiar elements are now helping two rookie groups stand out.

The nine-member girl group A2O LITE and 15-member boy group A2O SOUL were introduced at a joint showcase at KINTEX in Goyang, South Korea, on Oct. 12, before releasing their debut singles, "NEON" and "SUPERSTAR," the following day. Both groups are under A2O Entertainment, founded by the former SM chief producer after his departure from the company.

The response has been particularly strong for A2O LITE. Within a day of release, the official music video for "NEON" surpassed 3.68 million views on YouTube, while A2O SOUL's "SUPERSTAR" passed 1.05 million. By the morning of Oct. 14, "NEON" had reportedly reached No. 1 on Bugs, No. 10 on MelOn and Genie, and No. 50 on Flo. The numbers are impressive for a group that has yet to begin music show promotions, although it is too early to say whether the initial momentum will last.

At the showcase, Lee raised a question that has long shaped his approach to producing artists: "What's the Difference?" He argued that while finding something new matters, the music and performance must first make people think, "Oh, that's good." In the case of A2O's debut, the difference may not be something entirely new, but rather a return to the kind of K-POP that has become less common in recent years.

That is especially clear in A2O LITE's "NEON," the more immediately striking of the two releases. The song opens with a heavy, rhythmic beat before moving through individual vocal lines and into a chorus filled with overlapping harmonies. The repeated "Neon and beyond" hook is simple, but the layers of vocals surrounding it give the refrain much of its appeal.

The track also has room to build. Instead of repeating the same musical idea throughout, it introduces new elements as it goes, eventually reaching a high note and dance break in the final stretch. At nearly three minutes and 40 seconds, "NEON" feels unusually full compared with some of the shorter, hook-focused releases that have become popular in recent years.

The song recalls Girls' Generation's "The Boys" and the experimental electropop of f(x), particularly in its dense harmonies and dramatic progression. That connection is hardly surprising given the involvement of Yoo Young-jin, Lee's longtime collaborator and a key figure behind SM's signature vocal arrangements. Rather than copying a specific older song, "NEON" draws on the same approach to building tension and giving its singers room to show what they can do.

A2O SOUL's "SUPERSTAR" goes in a different direction. Where "NEON" is busy and energetic, "SUPERSTAR" is smoother, built around bright synthesizers and a melodic chorus. Even with 15 members, the group largely avoids aggressive rap sections or shouted hooks, letting the vocals carry the track instead.

The repeated "You're my superstar" and "Hey hey hey" lines are easy to remember, while the harmonies and overall arrangement bring to mind earlier releases from TVXQ, SHINee and EXO. The group's large lineup also recalls EXO's early days, when the group debuted with 12 members in 2012. It is a more straightforward song than "NEON," but its emphasis on singing is part of what makes it distinctive.

That said, the large lineup also creates a problem. The members' voices blend together well, but few stand out individually on a first listen. "SUPERSTAR" has a polished, cohesive sound, though it lacks the memorable moments that give "NEON" its personality. With 15 members sharing one song, finding ways to highlight their individual strengths will be important going forward.

The performances offer a clearer sense of what each group can do. A2O LITE's sharp choreography and expressive delivery fit the intensity of "NEON," especially during its dance break. A2O SOUL makes use of its size through large formations and coordinated movements, turning the number of members into a visual advantage.

A2O has also promoted its use of advanced visual technology, including 4D Gaussian Splatting, in its music videos. Still, the choreography and performers make a stronger impression than the technology itself. The videos work best when they give viewers a clear look at the groups rather than relying on visual effects to hold attention.

Part of the appeal of these releases comes down to timing. K-POP has changed considerably since the period when Lee and Yoo were producing some of SM's most recognizable hits. In recent years, lighter melodies, minimalist production and shorter songs built around instantly recognizable hooks have enjoyed considerable success. There is nothing inherently wrong with that approach, but it has left less room in some mainstream releases for the kind of elaborate vocal arrangements and dramatic song structures heard on A2O's debut tracks.

That does not mean every listener will welcome the return. Some have described "NEON" as dated, and "SUPERSTAR" faces the challenge of making 15 members feel like distinct artists rather than one large ensemble. The early chart results also suggest that the two groups are not connecting with audiences equally, despite sharing the same producer and musical influences.

Lee's name and the familiar SM sound may have helped attract the initial attention, but neither will be enough to sustain it. A2O LITE and A2O SOUL still need to show what makes them different from the artists whose music they evoke.

For now, their debut is a reminder that K-POP does not always have to move in one direction. After years of changing trends, an older sound can find an audience again. The bigger question is whether A2O can build on that familiarity without remaining stuck in the past.